Social media marketing is now a marketing communications discipline
Like any other discipline, Social Media Marketing has developed methods that work. It is a dynamic approach with feedback loops so quick that tactics can be adopted and improved on the fly.
Carbon Creative can either act as an outsourced creative content developer or manage your whole social media marketing programme. In the first instance, we can do a rapid assessment to see what return you might expect.
These are the areas and phases into which we divide Social Media Marketing Programmes:
Buzz and sentiment monitoring: searching for, indexing and analysing your brand’s social media presence and statistics; being aware of rating tools such as SocialMention, Klout and PeerIndex; customer intent modelling; setting up alerts.
Programme planning: in the tradition of strategic planning in marketing communications, we have a process for planning an engagement strategy, influencer recognition and word-of-mouth programmes.
Execution: to execute a programme, we would show an understanding of ‘engagement’ in your communities. Engagement describes an ability to hold a conversation with key influencers and community members, invite them to participate with a brand’s content or issues, motivate them to co-create a product, service or experience.
Amplification: to add scale to any program, paid media programmes can deliver a tactical burst of awareness or fan acquisition: we could advise you how to run engagement advertising where social content for interaction is delivered via paid channels.
Platforms: we have an encyclopaedic knowledge of social media platforms even outside the big four of Facebook, LinkedIn, Twitter and YouTube; blogging (WordPress and instant platforms like Posterous), aggregation sites, digital PR releases, video, podcasts, building custom dashboards to monitor results day-by-day.
Measuring performance: a key part of Social Media Marketing is monitoring the performance of a programme so as to optimise tactics and to report success; sales funnel-based measurement tools to make it easy to understand the sales impact of any programme; metrics for reach and awareness, preference and action.
Useful social media tip or hint: Monitoring should always precede action otherwise effort is easily wasted.